The Effect of Product Quality and Brand Ambassador on Purchase Decision Through Brand Trust as a Mediating Variable for Users of Ms. Glow Skincare Products in Malang City
Keywords:
Product quality, brand ambassador, brand trust, purchase decision
Abstract
This study aims to determine the effect of quality, purchase decision, from product quality and brand ambassadors on purchase decisions with brand trust as a mediating variable for consumers of Ms Glow skincare products in Malang City. This research is important because there are research gaps in previous studies. This study uses nonprobability sampling technique with purposive sampling method. The data collection technique used a questionnaire distributed to respondents with a 5-point Likert scale answer. The sample in this study amounted to 385 respondents with data analysis using the SEM-PLS method SmartPLS4 software. The empirical test results show the research findings, namely that there is a positive and significant influence between product quality on brand trust, there is a positive and significant influence between brand ambassadors on brand trust, there is a positive and significant influence between product quality on purchase decisions, there is a positive and insignificant influence between brand ambassadors on purchase decisions, there is a positive and significant influence between brand trust on purchase decisions through brand trust, and there is a positive and significant influence between brand ambassadors on purchase decisions through brand trust. This study shows that the product quality of Ms Glow skincare products can increase sales and maintain consumer confidence in the quality of products that are no longer in doubt. Therefore, marketers of Ms Glow skincare products must continue to maintain the quality of Ms Glow skincare products to maintain consumer trust and purchasing power.
References
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Creswell, J. W., & Creswell, J. D. (2018). Research Design | Qualitative, quantitative, and mixed methods approaches, Fifth edition. (Fifth). SAGE Publications, Inc.
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Dede Sulaeman, Yohanes totok Suyoto, & Teguh Prasetyo. 2022. How Brand Ambassador and Trust on Consumer Purchase Decision of Fashion Products in the Digital Era. Journal of Economics and Business Letters, 2022, 2 (4), 10-13. ISSN: 2798-8651 & E-ISSN: 2798-4885
Dede suleman dkk. The effects of brand ambassador and trust on purchase decisions through social media. International Journal of Data and Network Science 7 (2023). 433–438
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Didik Gunawan, Aiga Dwi Pertiwi. The Influence of Halal Labels, Electronic Word of Mouth and Product Quality on Safi Skincare Purchasing Decisions Through Brand Image and Brand Trust. Jurnal Ilmiah Ekonomi Islam, 8(01), 2022, 815-824
Digdowiseiso, K., Lestari, R., & An, B. (2021). The Effects of Brand Ambassador , Digital Marketing , and Instagram Use on Brand Trust : A Case Study of Scarlett Whitening Product. 2017, 12027–12033.
Ekuitas, S., & Fourqoniah, F. (2023). Pengaruh Brand Image dan Brand Ambassador Terhadap Purchase Decision melalui Brand Trust sebagai Intervening. 4(3), 877–884. https://doi.org/10.47065/ekuitas.v4i3.2810
Fadila, D., Wahab, Z., Isnurhadi, I., & Widiyanti, M. (2021). The effect of brand image, brand ambassador, and product quality on the purchase decision of Mustika Ratu products: (study on Sriwijaya University students). International Journal of Social Sciences, 4(1), 182-189.
Faradasya, I, C., Trianasari, N. (2021). Pengaruh Brand Ambassador Kpop Stray Kids dan Brand Image Terhadap Keputusan Pembelian (Studi Kasus E-Commerce Shopee). Jurnal e-Proceeding of Management., 8(2).
Firmansyah. (2019). Pemasaran Produk Dan Merek (Planning & Strategy). Penerbit Qiara Media.
F. M. Royan. 2004. Marketing Selebrities.
Ghozali, M., & Latan. (2015). Partial Least Squares Konsep Teknik dan Aplikasi Menggunakan Program Smart PLS 3.0. untuk Penelitian Empiris (2nd ed.). Badan Penerbit Universitas Diponegoro.
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Isnaini Nuzula Agustin, Lydia Then. The Mediating Role of Brand Trust on the Effect of Brand Ambassador to Purchase Decision. TIJAB (The International Journal of Applied Business) e-ISSN: 2599-0705 Vol. 8 No. 1, April 2024, pp. 15-31
Kotler, P. & Keller, K. L., 2009. Manajemen Pemasaran. 1 ed. Jakarta: Erlangga
Kotler, Keller, P. & K. L. (2016). Marketing Management. 15th Editi(New Jersey: Pearson Pretice Hall).
Luh Gede Permata Sari Dewi, Natasya Edyanto, & Hotian Siaga. 2020. The Effect of Brand Ambassador, Brand Image, and Brand Awareness on Purchase Decision of Pantene shampoo in Surabaya, Indonesia. EDP Science: SHS Web of Conferences 76, 01023, 1-10. https://doi.org/10.1051/shsconf/20207601023
Mani, L., Ganisasmara, N. S., & Larisu, Z. (2022). Virtual Community , Customer Experience, and Brand Ambassador : Purchasing Decision on Youtube. 100(9), 2746–2755.
Muniaty Aisyah. The impact of a regional brand ambassador and social media advertising on brand trust and brand loyalty of Lazada in Indonesia. International Journal of Data and Network Science 7 (2023) 1929–1940. pp 1929-1940
Meriana, I. S., & Irmawati. (2023). Pengaruh Digital Marketing Dan Kualitas Produk Terhadap Minat Beli Dengan Kepercayaan Merek Sebagai Variabel Intervening Pada Live Streaming Tik Tok. Universitas Muhammadiyah Surakarta, 3, 1–18.
Norhidayati1, R. A. (2022). Revised : Aug 22. 1–11.
Nurhasanah, Mahliza, F., Nugroho, L., & Putra, Y. M. (2021). The Effect Of E-WOM, Brand Trust, And Brand Ambassador On Purchase Decision at Tokopedia Online Shopping Site. IOP Conference Series : Materials Science And Engineering, 1071(1), 012017.
Nurmalita Sari, Sudarmiatin, Titis Shinta Dewi. (2022). The Influence of Product Quality, Brand Image on Purchase Decisions and Brand Trust as Mediation Variables (Study on iPhone Users in Malang City). International Journal Of Humanities Education And Social Sciences (IJHESS) E-ISSN: 2808-1765 Volume 2, Number 1, August 2022, Page. 129 - 137
Powa, G. A., Lapian, S. L. H. V. J., Wenas, R. S. (2018). Pengaruh Kualitas Produk, Harga dan Word of Mouth Terhadap Minat Beli Konsumen Handphone Pada Mahasiswa Feb Unsrat. Jurnal Emba, 6(3).
Rohmatul Ummat, Kristina Anindita Hayuningtias. The Influence of Product Quality, Brand ambassador and Perception Price on Purchase Decision in Nature Republic. Jurnal Ilmiah Akuntansi Dan Keuangan Vol 4 No 6 Januari 2022 P-ISSN 2622-2191, E-ISSN 2622-2205. 2279-2291
Rohmat, Sudarmiatin, Titis Shinta Dewi. (2022). The Influenceof Product Quality on Consumer Loyaltywith Customer Satisfaction andBrand Trust as Mediating Variables (Case Researchon Samsung Smartphone Consumers in Malang City). International Journal of Humanities Education and Social Sciences (IJHESS)E-ISSN: 2808-1765Volume 2, Number 1, August2022, Page. 225-238
Rustianah, Surya Bintarti, Primaraga S.I.W, Rita Sari. The Effect Of Product Quality, Product Variation and Promotion Towards The Purchase Decision Of Viva Cosmetics. Jurnal Ekonomi, Volume 11, No 01 June 2022 ISSN: 2301-6280 (print) ISSN: 2721-9879 (online). 448-453
Salsabila Inggrid Widya Septi, Satria Bangsawan. The Influence of NCT 127 as a Brand Ambassador and Brand Trust on Consumer Purchase Decisions at Blibli Online Shopping Site (Study on NCT 127 fans in Bandar Lampung). Ijori Journal Vol. 3 No. 2 (2023): 1-7. https://doi.org/10.52000/ijori.v3i2.76
Sri Jayanti, Ika Kartika, Gytha Nurhana D.P.G, Amroni. The Influence of Brand Ambassador and Social Media Advertising on Customer Trust in Lazada During Covid-19. Jurnal Witana (JW) Vol. 01, No. 02, 2023, pp. 45-50 E-ISSN 2830-0351
Suleman, D., Suyoto, Y. T., & Prasetio, T. (2022). How brand ambassador and trust on consumer purchase decisions of fashion products in the digital era. 2, 2–5.
Setyorini, W., Jayusman, H., & Meila, Y. (2019). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Produk Digital Printing Pada Cv. Kd Tukang Desain Pangkalan Bun. 8(1).
Sigar, D., Soepeno, D., & Tampenawas, J. (2021). Pengaruh Brand Ambassador, Viral Marketing dan Brand Trust Terhadap Keputusan Pembelian Sepatu Nike Pada Mahasiswa Fakultas Ekonomi dan Bisnis Unsrat. Jurnal EMBA, 9(4), 841–850.
Syaeful Irfan, Abdul Halik, & Feliks A.B.K Panjaitan. Analysis of the Influence of Product Quality and Price Perceptions on the Purchase Decision of Orthopedic Implant Products (Kangli) Through Consumer Trust as Intervening Variables in Pt. Java Almeda Mandiri in Surabaya. International Journal of Scientific Engineering and Science. Volume 6, Issue 1, pp. 27-34, 2022. ISSN (Online): 2456-736
Yunita, indriani & N. (2023). Pelayanan Terhadap Kepercayaan Konsumen. 19–34.
Lantara, A. A. M. O., & Pramudana, K. A. S. (2020). Peran Sikap Memediasi Pengaruh Brand Trust Terhadap Keputusan Pembelian Konsumen. EJurnal Manajemen Universitas Udayana, 9(1), 218. https://doi.org/10.24843/ejmunud.202 0.v09.i01.p12
Parulian, R. Y. (2021). Brand Trust Terhadap Keputusan Pembelian (Studi Kasus Pada Gildak Rawamangun). SKRIPSI Diajukan untuk Melengkapi Sebagian Persyaratan Menjadi Sarjana Manajemen Pada Sekolah Tinggi Ilmu Ekonomi.
Prawirosentono, S. (2012). Human Resource Management: Employee Performance Policy. BPFE
T. A Shimp, & A., J. Craig. 2013. Advertising Promotion and Other Aspects of Integrated Marketing Communications. 9th Editio. Canada: Nelson Education Ltd.
P Kotler, & G Amstrong, Principles of Marketing. (Jakarta: Erlangga, 2014)
Badri, J., & Sandy, T. (2021). Pengaruh Brand Ambassador, Minat Beli Dan Testimoni Terhadap Keputusan Pembelian Online Di Instagram Pada Mahasiswa Di Kota Padang. Jurnal Imiah Manajemen, 9(4), 372–380.
Bayu Bagas Hapsoro, Wildan Ainul Hafidh. The Influence Of Product Quality, Brand Image on Purchasing Decisions Through Brand Trust as Mediating Variable. Management Analysis Journal 7 (4) (2018). ISSN 2252-6552. 528-539
Bunga Ayu Primananda, Christina Esti Susanti. The Effect of Brand Ambassador and Product Quality on Purchase Decision through Brand Trust of Mie Sedaap in Surabaya. International Journal of Trend in Research and Development, Volume 8(3), ISSN: 2394-9333. pp 55-61
Creswell, J. W., & Creswell, J. D. (2018). Research Design | Qualitative, quantitative, and mixed methods approaches, Fifth edition. (Fifth). SAGE Publications, Inc.
Delgado, E., Munuera, J.L. and Yague, M. J. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45(1)
Dede Sulaeman, Yohanes totok Suyoto, & Teguh Prasetyo. 2022. How Brand Ambassador and Trust on Consumer Purchase Decision of Fashion Products in the Digital Era. Journal of Economics and Business Letters, 2022, 2 (4), 10-13. ISSN: 2798-8651 & E-ISSN: 2798-4885
Dede suleman dkk. The effects of brand ambassador and trust on purchase decisions through social media. International Journal of Data and Network Science 7 (2023). 433–438
Dharmayana, I.M.A., & Rahanatha, G.B. (2017). Pengaruh Brand Equity, Brand Trust, Brand Preference, dan Kepuasan Konsumen Terhadap Niat Membeli Kembal. E-Jurnal Manajemen UNUD, 6, 2018-2046. ISSN: 2302-8912.
Didik Gunawan, Aiga Dwi Pertiwi. The Influence of Halal Labels, Electronic Word of Mouth and Product Quality on Safi Skincare Purchasing Decisions Through Brand Image and Brand Trust. Jurnal Ilmiah Ekonomi Islam, 8(01), 2022, 815-824
Digdowiseiso, K., Lestari, R., & An, B. (2021). The Effects of Brand Ambassador , Digital Marketing , and Instagram Use on Brand Trust : A Case Study of Scarlett Whitening Product. 2017, 12027–12033.
Ekuitas, S., & Fourqoniah, F. (2023). Pengaruh Brand Image dan Brand Ambassador Terhadap Purchase Decision melalui Brand Trust sebagai Intervening. 4(3), 877–884. https://doi.org/10.47065/ekuitas.v4i3.2810
Fadila, D., Wahab, Z., Isnurhadi, I., & Widiyanti, M. (2021). The effect of brand image, brand ambassador, and product quality on the purchase decision of Mustika Ratu products: (study on Sriwijaya University students). International Journal of Social Sciences, 4(1), 182-189.
Faradasya, I, C., Trianasari, N. (2021). Pengaruh Brand Ambassador Kpop Stray Kids dan Brand Image Terhadap Keputusan Pembelian (Studi Kasus E-Commerce Shopee). Jurnal e-Proceeding of Management., 8(2).
Firmansyah. (2019). Pemasaran Produk Dan Merek (Planning & Strategy). Penerbit Qiara Media.
F. M. Royan. 2004. Marketing Selebrities.
Ghozali, M., & Latan. (2015). Partial Least Squares Konsep Teknik dan Aplikasi Menggunakan Program Smart PLS 3.0. untuk Penelitian Empiris (2nd ed.). Badan Penerbit Universitas Diponegoro.
Hera, Finnah Fourqoniah. The Influence of Brand Image and Brand Ambassadors on Purchase Decisions through Brand Trust as an Intervening. Ekonomi, Keuangan, Investasi dan Syariah (EKUITAS) Vol 4, No 3, Februari 2023, Hal 877−884 ISSN 2685-869X
https://ameera.republika.co.id/berita/qcgd97456/ms-glow-di-balik-rekor-muri-raffinagita
https://www.tribunnews.com/lifestyle/2021/03/09/ms-glow-cosmetic-prodak-lokal-berkualitas-siap-bersaing-dengan-prodak-luar-negeri
Isnaini Nuzula Agustin, Lydia Then. The Mediating Role of Brand Trust on the Effect of Brand Ambassador to Purchase Decision. TIJAB (The International Journal of Applied Business) e-ISSN: 2599-0705 Vol. 8 No. 1, April 2024, pp. 15-31
Kotler, P. & Keller, K. L., 2009. Manajemen Pemasaran. 1 ed. Jakarta: Erlangga
Kotler, Keller, P. & K. L. (2016). Marketing Management. 15th Editi(New Jersey: Pearson Pretice Hall).
Luh Gede Permata Sari Dewi, Natasya Edyanto, & Hotian Siaga. 2020. The Effect of Brand Ambassador, Brand Image, and Brand Awareness on Purchase Decision of Pantene shampoo in Surabaya, Indonesia. EDP Science: SHS Web of Conferences 76, 01023, 1-10. https://doi.org/10.1051/shsconf/20207601023
Mani, L., Ganisasmara, N. S., & Larisu, Z. (2022). Virtual Community , Customer Experience, and Brand Ambassador : Purchasing Decision on Youtube. 100(9), 2746–2755.
Muniaty Aisyah. The impact of a regional brand ambassador and social media advertising on brand trust and brand loyalty of Lazada in Indonesia. International Journal of Data and Network Science 7 (2023) 1929–1940. pp 1929-1940
Meriana, I. S., & Irmawati. (2023). Pengaruh Digital Marketing Dan Kualitas Produk Terhadap Minat Beli Dengan Kepercayaan Merek Sebagai Variabel Intervening Pada Live Streaming Tik Tok. Universitas Muhammadiyah Surakarta, 3, 1–18.
Norhidayati1, R. A. (2022). Revised : Aug 22. 1–11.
Nurhasanah, Mahliza, F., Nugroho, L., & Putra, Y. M. (2021). The Effect Of E-WOM, Brand Trust, And Brand Ambassador On Purchase Decision at Tokopedia Online Shopping Site. IOP Conference Series : Materials Science And Engineering, 1071(1), 012017.
Nurmalita Sari, Sudarmiatin, Titis Shinta Dewi. (2022). The Influence of Product Quality, Brand Image on Purchase Decisions and Brand Trust as Mediation Variables (Study on iPhone Users in Malang City). International Journal Of Humanities Education And Social Sciences (IJHESS) E-ISSN: 2808-1765 Volume 2, Number 1, August 2022, Page. 129 - 137
Powa, G. A., Lapian, S. L. H. V. J., Wenas, R. S. (2018). Pengaruh Kualitas Produk, Harga dan Word of Mouth Terhadap Minat Beli Konsumen Handphone Pada Mahasiswa Feb Unsrat. Jurnal Emba, 6(3).
Rohmatul Ummat, Kristina Anindita Hayuningtias. The Influence of Product Quality, Brand ambassador and Perception Price on Purchase Decision in Nature Republic. Jurnal Ilmiah Akuntansi Dan Keuangan Vol 4 No 6 Januari 2022 P-ISSN 2622-2191, E-ISSN 2622-2205. 2279-2291
Rohmat, Sudarmiatin, Titis Shinta Dewi. (2022). The Influenceof Product Quality on Consumer Loyaltywith Customer Satisfaction andBrand Trust as Mediating Variables (Case Researchon Samsung Smartphone Consumers in Malang City). International Journal of Humanities Education and Social Sciences (IJHESS)E-ISSN: 2808-1765Volume 2, Number 1, August2022, Page. 225-238
Rustianah, Surya Bintarti, Primaraga S.I.W, Rita Sari. The Effect Of Product Quality, Product Variation and Promotion Towards The Purchase Decision Of Viva Cosmetics. Jurnal Ekonomi, Volume 11, No 01 June 2022 ISSN: 2301-6280 (print) ISSN: 2721-9879 (online). 448-453
Salsabila Inggrid Widya Septi, Satria Bangsawan. The Influence of NCT 127 as a Brand Ambassador and Brand Trust on Consumer Purchase Decisions at Blibli Online Shopping Site (Study on NCT 127 fans in Bandar Lampung). Ijori Journal Vol. 3 No. 2 (2023): 1-7. https://doi.org/10.52000/ijori.v3i2.76
Sri Jayanti, Ika Kartika, Gytha Nurhana D.P.G, Amroni. The Influence of Brand Ambassador and Social Media Advertising on Customer Trust in Lazada During Covid-19. Jurnal Witana (JW) Vol. 01, No. 02, 2023, pp. 45-50 E-ISSN 2830-0351
Suleman, D., Suyoto, Y. T., & Prasetio, T. (2022). How brand ambassador and trust on consumer purchase decisions of fashion products in the digital era. 2, 2–5.
Setyorini, W., Jayusman, H., & Meila, Y. (2019). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Produk Digital Printing Pada Cv. Kd Tukang Desain Pangkalan Bun. 8(1).
Sigar, D., Soepeno, D., & Tampenawas, J. (2021). Pengaruh Brand Ambassador, Viral Marketing dan Brand Trust Terhadap Keputusan Pembelian Sepatu Nike Pada Mahasiswa Fakultas Ekonomi dan Bisnis Unsrat. Jurnal EMBA, 9(4), 841–850.
Syaeful Irfan, Abdul Halik, & Feliks A.B.K Panjaitan. Analysis of the Influence of Product Quality and Price Perceptions on the Purchase Decision of Orthopedic Implant Products (Kangli) Through Consumer Trust as Intervening Variables in Pt. Java Almeda Mandiri in Surabaya. International Journal of Scientific Engineering and Science. Volume 6, Issue 1, pp. 27-34, 2022. ISSN (Online): 2456-736
Yunita, indriani & N. (2023). Pelayanan Terhadap Kepercayaan Konsumen. 19–34.
Lantara, A. A. M. O., & Pramudana, K. A. S. (2020). Peran Sikap Memediasi Pengaruh Brand Trust Terhadap Keputusan Pembelian Konsumen. EJurnal Manajemen Universitas Udayana, 9(1), 218. https://doi.org/10.24843/ejmunud.202 0.v09.i01.p12
Parulian, R. Y. (2021). Brand Trust Terhadap Keputusan Pembelian (Studi Kasus Pada Gildak Rawamangun). SKRIPSI Diajukan untuk Melengkapi Sebagian Persyaratan Menjadi Sarjana Manajemen Pada Sekolah Tinggi Ilmu Ekonomi.
Prawirosentono, S. (2012). Human Resource Management: Employee Performance Policy. BPFE
T. A Shimp, & A., J. Craig. 2013. Advertising Promotion and Other Aspects of Integrated Marketing Communications. 9th Editio. Canada: Nelson Education Ltd.
P Kotler, & G Amstrong, Principles of Marketing. (Jakarta: Erlangga, 2014)
Published
2025-05-21
How to Cite
Fatmala, F. D. A., Sudarmiatin, & Wening Patmi Rahayu. (2025). The Effect of Product Quality and Brand Ambassador on Purchase Decision Through Brand Trust as a Mediating Variable for Users of Ms. Glow Skincare Products in Malang City . International Journal of Technology and Education Research, 3(02), 222-243. https://doi.org/10.63922/ijeter.v3i02.1823
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